Buy One Get One

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Buy One Get One Free (BOGO) – Does it really boosts the Sales?

Gone are the days when customers use to easily lure away by the gimmicks of the marketing persons. Today the customers are cleverer and demanding than ever before. They cannot be easily caught in the snare of the companies’ ideological gimmicks as they used to be in the past. I would love to share with you a real life and an interesting anecdote which is about a sales promotion program of a well established and renowned cigarette company.

A week ago, in the afternoon, I stopped by a Pan Shop near my place, to buy a packet of cigarettes. There was an unusual rush on that Pan shop at that time. As I reached up to the counter, I came to know that some cigarette company’s Sales Promotion was going on there and a team of four Sales persons of that company were promoting their renowned and well established cigarette brand which was probably due to its attractive repacking and they might have added some more features to it so as to differentiate it more effectively from its nearest rivals. All these Sales Persons were well dressed, all of them wearing formal black pant, formal white shirt, and a tie and neatly polished black shoes. They also had a van painted nicely and having a picture of a packet of their cigarette which they were promoting. One of the Sales team members was busy in hanging a dangler which was attractively designed and printed and some 30-40 Pens inside a very nice packing were pasted on it. The pen was also a renowned brand. I was surprised for a while why the dangler containing pens is there when they were promoting their cigarette brand. I anxiously enquired one of them what they exactly want to promote, a cigarette brand or a pen brand. Then he briefed me about their consumer scheme. “If you buy a Packet of our Cigarettes which will cost you Rs. 24/-, you will get this pen worth Rs. 15/- absolutely free.” , Said the Sales Person. Undoubtedly, the offer was attractive enough to...
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